TrustX
TrustX is a publisher-owned premium programmatic ad exchange for direct supply.
Analyst Perspective
TrustX, PBC is a publisher-owned programmatic advertising exchange operating a premium private marketplace for direct open-web media trading. It connects premium digital publishers with programmatic advertisers, agencies and trading desks through auction-based access to curated, human-verified domains. Its core value proposition is removal of reseller supply paths, transparent fees, MFA-free inventory controls and higher-quality supply for buyers alongside improved yield for publishers. The company generates revenue from transaction-based fees on media traded across its exchange. TrustX serves B2B customers on both sides of the marketplace: premium publishers seeking monetisation and demand-side buyers seeking brand-safe, direct inventory. Since May 2024, TrustX has operated as a wholly owned subsidiary of Symitri while continuing as an active public benefit corporation.
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Key insights about TrustX
Category Differentiation
TrustX is an open-web, publisher-owned programmatic exchange and private marketplace. It is not a consumer trust platform, identity product or general-purpose demand-side buying tool.
TrustX: About
TrustX runs a two-sided B2B programmatic marketplace. It aggregates premium publisher inventory, curates and verifies supply quality, then enables agencies, trading desks and advertisers to buy that inventory through auction-based transactions. Value is created by reducing intermediary layers, enforcing direct supply paths, improving transparency in fees and reporting, and aligning marketplace incentives more closely with publishers than generalist exchanges.
How TrustX Works & Monetises
Business model analysis and core revenue streams
TrustX monetises through transaction-based programmatic advertising fees on media traded across its exchange. The business uses a percentage take-rate model tied to advertiser spend and publisher inventory monetisation, with commercial positioning centred on transparent fees, direct supply and reduced supply-chain leakage.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
Recent Signals (TrustX)
Prebid.js 11.26.0 Release
Two Prebid.js releases were published in quick succession: v11.26.0 on 2026-07-28 and v11.28.0 on 2026-08-04. v11.26.0 introduced core changes including realTimeData post-install support, removal of Topics API handling and an fpd validation library, plus a new SMB adapter, a DAA AdChoices Signal module, gamAdServerVideo GPP consent support, and multiple adapter maintenance updates. v11.28.0 added a core PR exposing COPPA to bidder user syncs, dependency bumps and build/CI fixes, and several adapter-specific changes: Yieldmo now blocks bids/syncs on COPPA requests, adQuery passes qid to user sync URLs, Pstudio moved user retrieval to localStorage, and AdSmartx was rebranded to Agenticx with audio ad support. Releases were published via GitHub Actions and source archives were timestamped; 11.28 uses tag ea49e63.
Read original sourceTrustX: Frequently Asked Questions
What is TrustX?
TrustX is a publisher-owned programmatic ad exchange and premium private marketplace focused on direct, curated and MFA-free open-web inventory.
Who uses TrustX?
Its users are premium digital publishers, media agencies, trading desks and programmatic advertisers buying or monetising open-web inventory.
How does TrustX make money?
TrustX earns transaction-based fees on media traded through its exchange and private marketplace.
Company Facts
- Founded
- 2016
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- <10
- Official Link
- trustx.org